SERVICE 05 — CONTENT & BRAND
The document every other piece of copy gets written from.
A messaging and voice playbook — positioning, tone rules, vocabulary, do/don't examples — so five people writing copy sound like one brand, in English, on purpose.
The problem
The brand sounds different in every channel.
Website says one thing, sales deck says another, support emails say a third — because nobody wrote down what “sounding like us” actually means.
Translation drift compounds the inconsistency.
Every new translator or copywriter adds their own interpretation, and the gap widens.
You're about to scale content output without a reference.
More writers, more channels, still no shared source of truth.
How it works
Shown in full — the methodology is the point.
- 1
Discovery
Interviews and a review of everything you've already published, to find the voice that's already half-there.
- 2
Positioning & pillars
We draft the positioning statement and messaging pillars your team will actually use, not a moodboard nobody opens twice.
- 3
Voice & tone guide
Concrete do/don't examples, in your industry, in your English: the difference between “sounds professional” and “sounds like us.”
- 4
Handoff & templates
Copy templates so the framework survives contact with a Tuesday deadline (Full Playbook).
What's included
- 01 Positioning statement and value proposition.
- 02 Messaging pillars your team actually uses.
- 03 Full messaging framework and voice & tone guide (Full Playbook).
- 04 Copy templates so the framework survives contact with a Tuesday deadline (Full Playbook).
Packages & pricing
Foundations
€1,800.00
15 business days
- Positioning statement
- Value proposition
- Messaging pillars
Full Playbook
€3,600.00
25 business days
- Full messaging framework
- Voice & tone guide
- Copy templates
What clients say
“We handed the playbook to three different freelance writers and, for the first time, all three drafts sounded like the same company.”
Elena Costa — Founder, Alzira Components
Sample quote — pending client confirmation.
Frequently asked questions
No — messaging and voice only: what you say and how you say it in English. Visual identity is a different discipline; we're happy to work alongside whoever handles that.
Before, if you can. It's the reference document that makes Website Copy, Landing Pages, and everything after it consistent from the first brief.
Whoever actually writes or approves copy day to day — marketing lead, founder, sometimes sales. Discovery works best with 2–4 people, not a company-wide survey.
A structured document: positioning statement, pillars, voice principles, and — on the Full Playbook — do/don't examples and copy templates your team can open and use, not a PDF that gets filed away.